By now you know how much we love to ask this question. But isn’t it crazy that while the world goes ballistic about television ratings, no one really cares about those for print. Let’s hear it from Dr Bhaskar Das in the February 8 edition of Das ka Dum. Read on…
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Q. Yet another year of no Indian Readership Survey for print. But no one seems to be complaining? A case of ‘who cares?’?
A. One should not question the wisdom (read ROI) of marketers/ media buying agencies when they invest in a media format and vehicle. In case of print, it’s easier to evaluate it as there is a pecking order of leader vehicles in each market and due to nature of various categories of business generation, empiricism plays a significant role in media vehicle selection. Anyway, these days when amplification of marketing/ brand messages are generally done in an omnichannel format, the probability of loss of impact of a message is not dependent on one format of delivery.
This is not to suggest that data isn’t important. I am sure there are some genuine constraints for reintroduction of a data regime for print, and some day it would happen. But the scope of complaint is less due to the nature of the medium.